There are many ways to drive traffic to your website and essentially the two most important ways are SEO (Search Engine Optimization) and SEM (Search Engine Marketing). Both revolves around the keywords.
SEO is the strategy used to optimize your website and getting more traffic to your site from search engines. Optimized websites helps to get higher ranking in less time.
SEM is an marketing strategy used to get more visibility in search engines by paid search advertising.
What Is Free SEO and What Is Paid SEM?
SEO includes the link building and onpage optimization accomplishments the with the objective of achieving high rankings in search engines, while SEM is basically buying an advertising space in search engine results to appear on top of the searches like PPC (Pay Per Click).
When to Use Free SEO?
There might be situations when you need SEO. These cases involve:
You can choose SEO as a marketing strategy when you have a limited budget and the able to pay only for some cheap PPC clicks. But those few clicks will not be helping to achieve a great ranking. So its better to make use of the SEO strategies till you have a budget for paid advertisements.
Limited competitive keywords, specially long-tail keywords.
You don’t need much time and efforts to get high rankings for the less driven words. You will get good rank with the use of long-tail keywords without any specific SEO strategy as you will barely get much clicks if you bid on them. You just have to include the long-tail keyword repeatedly.
When to Use Paid SEM ?
Most of the people turn to the paid search and PPC when free SEO fails to deliver the results you are looking for. There might be a situation when your websites that rank well for your keywords which are get buried down the search results as soon as a search algorithm gets updated.
When you need huge traffic in a shorter time.
As a free SEO takes too much time to deliver the results , PPC is your only choice to gain a lot of traffic in a shorter period of time. For example, if you want to sell some Diwali stuff and you are using too competitive keywords, you might get good ranking, but is useless to rank high related to Diwali in the month of January. So you might want to navigate massive traffic in October and November to your site, PPC is the only productive option for you.
For competitive keywords.
PPC is much cheaper than organic for competitive keywords if you already know how much time free SEO takes. If you use Adwords from google which is basically expensive will lead to high cost. Rather than you can try first competitive keywords on Adwords alternatives which will help you to get succeed in achieving better results for a small percentage of the money you would spend on Adwords.
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